72% Of Consumers Have Made Purchase Based On Cause Marketing
Seventy-two percent of consumers say that they have purchased a brand because it supports a cause they believe in, according to the 2007 PR Week / Barkley Cause Survey (PDF). Corporate respondents say they see positive PR (65.3 percent), an increase in sales/retail traffic (26.7 percent) and an enhanced relationship with their target demographic (52 percent), as a result of their marketing efforts.
Ninety percent of consumers say it’s important for companies to support causes and charities. The survey also revealed that the majority of companies (34.7 percent) with cause programs funded their efforts through the marketing department, as apposed to HR (4 percent), or even PR (14.7 percent).
“Companies are beginning to clearly understand that there is a return on their reputational investment,” said Mike Swenson, president Barkley Public Relations. “[And] cause is the perfect storm to allow companies to engage employees and customers in a more meaningful way.”
In addition to an increase in sales or enhanced customer relationships, corporate philanthropy can also drive recruitment and retention. Among companies with cause marketing programs, 56 percent saw heightened staff morale and retention and 14.7 percent “strongly agreed” that they have an easier time finding top-notch recruits.
Stay Up-to-Date On Environmental Management, Energy & Sustainability News with EL's Free Daily Newsletter
Energy Manager News
- Con Edison Development Procures GE Energy Storage System
- Courthouse Replaces Oversized Boiler
- Indoor Farming Company Works on HVAC with PUE 1.0
- Toolkits Designed to Help Health Care Facilities Reduce Energy
- San Antonio Macyâ€™s Store Showcases Better Buildings Challenge Measures
- Natural Gas Gensets to Reach 27 GW of Installed Capacity by 2024
- Larson Releases a Solar Powered Generator with Manual Crank Mast
- Energy Efficiency in Food Service Businesses